Two visitors visit same company's website and then leave. So, businesses need to analyze - what is difference between psychology of these two visitors during their visit? What is their psychology? Is it recognized or not recognized for businesses and websites? Are you interested in product or not? etc.
In our opinion, there are two functions of analyzing psychology of corporate websites. Firstly, it can become basis for subsequent improvement of site, and secondly, it can help optimize some of company's marketing activities.
So, how to analyze psychology of corporate website visitors? We summarize three methods of analysis.
Creating a corporate website
Data Analysis
Visitors leave some data when they visit a corporate website, which is useful for analyzing visitor psychology. Businesses should focus on following types of data:
Average visitor stay. As with almost all malls and supermarkets, longer a shopper spends in a store, more likely they are to make a purchase. The same is true for corporate websites: longer a visitor stays, better for business. Of course, time spent by visitors on corporate sites cannot be compared with social platforms and portals. However, length of stay also has a reference value.
Visitor access trace. Background monitoring of an enterprise website cannot track what visitor does on website and what is his route? However, by analyzing hot web pages, it is possible to roughly depict access trajectories of majority of visitors to a website. Even for a single web page, trajectory of visitors can be roughly analyzed based on a heat map.
Visitor access hours. This is also very important data and it can be analyzed that visitors mainly visit website during these hours. Based on this data, you can choose appropriate period of time for advertising on site, such as placement of search advertising.
Experimental analysis
Data analysis refers to empirical analysis that can answer question "why is this so." But she cannot answer question "what to do". To answer latter, empirical analysis is needed.
The experience analysis method is very simple: let invitees experience website as visitors, fix problems that arise during interaction, and make suggestions for improvement.
For example, after opening a certain corporate website, a pop-up window appears. If you don't invite people to try it, but only look at background data, you can't answer at all - popup window design is good or bad?
After experiencing this, some people may think that popup is good for communication, and some people may think that popup affects usage and readability.
After calculating experience, you can decide whether to cancel pop-up or leave it.
Comparative analysis
Some corporate websites launch two websites at start of their launch, allowing users to choose and then A/B test. This is simplest but most expensive comparison test.
Most corporate websites still only A/B test a single page, either a marketing or promotional page. And, as a rule, visitors are not explicitly informed.
For example, we sometimes encounter ta phenomenon whereby some corporate websites are reviewed shortly after they go online, and then a website is launched with a completely different set and layout, and visitors are informed of "technical updates" while, in fact, many of these possible web Sites are benchmarked and company will judge which website has best design based on visitor data.
With help of above three methods of analysis, companies can roughly describe psychology of most visitors.
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